App-less augmented reality, or WebAR is becoming increasingly prevalent in the digital world, so much so that the AR market is currently valued at around $16.6 billion and is predicted to grow to approximately $198 billion by 2025.
With this rapidly growing technology, marketers are seeing the monumental potential that WebAR has for brands. A study by retail perceptions showed that around 71% of customers would return to a retail store more regularly if it offered an augmented reality experience.
For brands, web-based AR has the power to seamlessly showcase a brand in an engaging and modern way, helping them to stand out amongst their competitors without the hurdles that consumers previously had to jump over like downloading a standalone mobile application from the App Store or Play Store.
Communicate With Customers
With the power of WebAR marketing, brands are able to communicate directly with their audience through their smartphones with innovative and engaging interactive content. With the help of WebAR, customers are able to get a clear brand message and visualise products and services through interactive digital services and easily access any further information about any pricing or products.
Web-based AR enables products to become interactive with the ability to visualise, place in the real world, view from different angles and capture the image with a photo. This unique experience leaves the user with a lasting impression, remembering the brand and their products.
Try Before They Buy
Augmented reality is becoming a rising trend in the retail industry and an increasingly used sales strategy. Consumers are demanding a more meaningful retail experience and WebAR allows potential customers to try products prior to purchasing them, whether it is trying on shoes or cosmetics or even test driving a car.
Aside from increasing engagement and sales, the benefits to brands is that it negates the need to stock a wide range of inventory, becoming more sustainable and saving space. Retail industry applications of WebAR are rapidly growing as more brands are utilising augmented reality.
WebAR In Print
Due to the saturation of email, direct mail is once again growing to become an effective marketing strategy. Add the element that is WebAR and there is a significant potential to rocket your results with another dimension. By adding WebAR to branding materials such as direct mail campaigns or business cards, it can take your brand to the next level by creating an experience that is content-rich and add exclusive offers when the user unlocks the augmented reality experience through their smartphone.
There are endless possibilities when it comes to web-based AR in print, from business cards to billboards.
Brand Buzz
Brands are beginning to utilise AR into their sales and marketing strategies, but more importantly, brands are beginning to use AR to build and enhance the brand itself. Using WebAR can be an effective method for telling your brand’s story and increasing awareness of the brand, resulting in a buzz around the brand. In a competitive marketplace, implementing strategies such as augmented reality, can separate brands from their competitors and stand out in the crowd.
Launching Your Own WebAR Marketing Campaign
If launching a WebAR marketing campaign is something you’d like to do in 2020, then now is the time to start planning. Global brands like Kelloggs and Coca-Cola have already launched augmented reality marketing campaigns and seen brilliant results.
About the Guest Author(s)
Michael Watson
Michael is co-founder of Aircards, an end-to-end service for the creation of web-based augmented reality marketing campaigns. Michael has been in the advertising and marketing sector for 8 years, particularly focused on innovative ad-tech that enables brands and organisations to stay ahead of the curve and provide outstanding experiences for their consumers. When not working, you can find Michael supporting the Green Bay Packers or playing golf!
